某广告推广提案150P以上课件.ppt

1、此报告仅供客户内部使用，未经中国房地产信息集团|克而瑞（中国）信息技术有限公司的书面许可，其它任何机构和个人不得擅自传阅、引用或复制。日期地点，微软雅黑16号上海融创绿城广告推广提案绝对保密外部报告精选之PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324Part1Let us with special respect to the Bund.让我们另眼相看的外滩PROJECT/SHANGHAI RONGCHUANG 2013032

2、4每一次关于外滩的变革都会改写一个时代Every time a change in the Bund will overwrite an era【楼圈OKF】PROJECT/SHANGHAI RONGCHUANG 20130324 开埠 1843 Open in 1843PROJECT/SHANGHAI RONGCHUANG 201303241843年11月17日开埠，外滩从此诞生！Opened in November 17,1843,the Bund opened the golden age!PROJECT/SHANGHAI RONGCHUANG 20130324从此不止有了万国建筑群，更

3、出现了国际银行、商行，开启了中国早期的国际贸易和民族工业的兴起！The international bank,firm,open the rise of Chinas early international trade and national industry!PROJECT/SHANGHAI RONGCHUANG 20130324曾经的远东金融街成就了远东第一大都市，世界第五大城市，也成就了外滩的金色时代！Once the Far East Financial Street the achievements of the first metropolis in the Far East,i

4、s also the achievements of the golden age of the Bund!PROJECT/SHANGHAI RONGCHUANG 20130324东渡 19901990 transfer to the East.PROJECT/SHANGHAI RONGCHUANG 201303241990年，浦东开发正式动工，上海发展中心偏移浦江东侧，外滩亲眼见证了第二个外滩的崛起In 1990,Pudong officially started,the Bund witnessed the rise of their childrenPROJECT/SHANGHAI RO

5、NGCHUANG 20130324外滩从远东第一金融街化作了上海精神的符号，进入了自己的褐色时代The Bund from the Far East first Financial Street into the Shanghai spirit symbol,entered his brown EraPROJECT/SHANGHAI RONGCHUANG 20130324西归 20102010 come back againPROJECT/SHANGHAI RONGCHUANG 201303242010年外滩金融集聚带规划正式公布，上海发展中心时隔二十年后终于西归，重回浦西！2010 the

6、Bund financial agglomeration zone planning official,center development in Shanghai after a lapse of twenty years after finally West return,！PROJECT/SHANGHAI RONGCHUANG 20130324如果，不站在大上海梦想角度，就无法理解今天的外滩价值！If you dont stand in the angle of Shanghai dream,will not be able to understand todays value in t

7、he Bund!PROJECT/SHANGHAI RONGCHUANG 20130324外滩放眼大上海，谁能够LOGO未来上海？Who can speak Shanghai陆家嘴迪士尼徐汇滨江大虹桥PROJECT/SHANGHAI RONGCHUANG 20130324看到这些的不只是我们See these not only ourPROJECT/SHANGHAI RONGCHUANG 201303242011年继黑石、凯雷之后中国PE行业头羊弘毅投资决定进驻上海，进驻外滩！2010 the Bund financial agglomeration zone planning official

8、,center development in Shanghai after a lapse of twenty years after finally West return,！PROJECT/SHANGHAI RONGCHUANG 20130324大批PE精英汇聚外滩，金融界称这个行业、这批人为金融业的蓝色势力！A large number of PE elite gathered in the Bund,the financial sector,this group of people called the industry financial blue forces!PROJECT/SH

9、ANGHAI RONGCHUANG 20130324外滩从此进入了蓝色时代The Bund has now entered the era of bluePROJECT/SHANGHAI RONGCHUANG 20130324上海，原址二次开埠！Shanghai,the site of two open!PROJECT/SHANGHAI RONGCHUANG 20130324Part2Let us with special respect mansion.让我们另眼相看的豪宅PROJECT/SHANGHAI RONGCHUANG 20130324如果，不站在全球视野的角度，就无法正确理解黄埔湾

10、！Do not stand on the global view,will not be able to correctly understand the Gulf of Whampoa!PROJECT/SHANGHAI RONGCHUANG 20130324在美国，这里是纽约，这里是中央公园，这里有华尔街。In the United States,here is New York,here is the Central Park.PROJECT/SHANGHAI RONGCHUANG 20130324这里有ONE-57。There is ONE-57PROJECT/SHANGHAI RONG

11、CHUANG 20130324美国最贵的豪宅公寓。The United States of Americas most expensive luxury apartmentPROJECT/SHANGHAI RONGCHUANG 20130324在英国，这里是伦敦，这里是海德公园，这里有金融街。In the UK,this is London,here is the Hyde Park.PROJECT/SHANGHAI RONGCHUANG 20130324这里有海德公园一号。There are a number of Hyde Park.PROJECT/SHANGHAI RONGCHUANG

12、20130324全球最贵的豪宅公寓。The worlds most expensive luxury apartment.PROJECT/SHANGHAI RONGCHUANG 20130324如今这些豪宅的价值早已飞升四海，我们无法得知是中央公园及海德公园赋予了这些豪宅如此价值，还是这些这些豪宅赋予了他们神秘的气质。Now these luxury value already soaring world,we do not know is Central Park and Hyde Park gave the house so value,or the house gave them mys

13、terious temperament.PROJECT/SHANGHAI RONGCHUANG 20130324这种情形与我们何其相似。The situation and we are similar.PROJECT/SHANGHAI RONGCHUANG 20130324在中国，这里是上海，这里是外滩，这里有外滩金融集聚带。In China,here is Shanghai,here is the Bund,here is the the Bund financial agglomeration zone.PROJECT/SHANGHAI RONGCHUANG 20130324这里一定要有黄

14、浦湾这样的豪宅！This must require such luxury in Huangpu bay!PROJECT/SHANGHAI RONGCHUANG 20130324外滩自开埠以来，就少有私享性的物业出现，进入本世纪后，外滩仅有且不断减少的这类型物业，即将成为家庭私有化外滩的最后记忆Since the open of the Bund,little private property,after the beginning of this century,this type of property the Bund only and falling,will become the f

15、amily privatisation last memory of the Bund.PROJECT/SHANGHAI RONGCHUANG 20130324从诞生那一天起，他就注定和世界站在一起！From the birth of that day,he will be doomed and the world stood together!PROJECT/SHANGHAI RONGCHUANG 20130324黄浦湾不是上海的滨江豪宅，而是全球稀缺的顶级物业！The Gulf of Huangpu is not Shanghai Binjiang mansion,but the glob

16、al scarcity of high-end propertyPROJECT/SHANGHAI RONGCHUANG 20130324Part3Let us with special respect life.让我们另眼相看的生活PROJECT/SHANGHAI RONGCHUANG 20130324如果，不站在时间的维度，就无法正确理解对立的统一！Dont stand in the time dimension,unified cannot properly understand opposite!PROJECT/SHANGHAI RONGCHUANG 20130324这是一场金色豪门与蓝

17、色新贵的PK！This is a golden giants and blue upstart PK!PROJECT/SHANGHAI RONGCHUANG 20130324前者关注外界对自己的态度！The former is more concerned about the outside of their attitude!PROJECT/SHANGHAI RONGCHUANG 20130324后者更在乎自己内心的感受！The latter is more care about their feelings!PROJECT/SHANGHAI RONGCHUANG 20130324他们穿梭在

18、一样的领域The latter is more care about their feelings!PROJECT/SHANGHAI RONGCHUANG 20130324却有着不一样的追求The latter is more care about their feelings!PROJECT/SHANGHAI RONGCHUANG 20130324我们的客户不再只是江浙的金主，更多的是有国籍无国界的蓝色贵族！Our customers not only gold master of Jiangsu and Zhejiang,more is the nationality borderless

19、 Royal blue!PROJECT/SHANGHAI RONGCHUANG 20130324我们的目标不仅再是江对岸，更要瞄准新天地、港澳台、亚洲及全世界的财富精英！Our customers not only gold master of Jiangsu and Zhejiang,more is the nationality borderless Royal blue!PROJECT/SHANGHAI RONGCHUANG 20130324什么才可以满足蓝色贵族内心的翻滚的蓝色欲望？What can satisfy the Royal Blue inner tumbling desir

20、e blue?PROJECT/SHANGHAI RONGCHUANG 20130324他们需要住在所谓的理想国They need to live in the so-called ideal countryPROJECT/SHANGHAI RONGCHUANG 20130324因为，哪一个引领世界的胸腔里，没有一颗占据未来的雄心？Because,what a world leader in the chest,no one to occupy in the future ambitions?PROJECT/SHANGHAI RONGCHUANG 20130324他们渴望可以再创世纪They n

21、eed to live in the so-called ideal countryPROJECT/SHANGHAI RONGCHUANG 20130324因为，有那么一些人，一旦简单重复过去，连自己都会憎恨自己！Because,there are some people,once the simple repetition of the past,even their own will hate yourself!PROJECT/SHANGHAI RONGCHUANG 20130324他们总在寻找属于自己的梦幻城They are always looking for my dream cit

22、yPROJECT/SHANGHAI RONGCHUANG 20130324因为，物质的最高境界不是更物质，而是精神依恋。Because,the highest state of matter not more material,but spiritual attachment.PROJECT/SHANGHAI RONGCHUANG 20130324他们更迷恋属于自己的自由邦They are obsessed with their own free statePROJECT/SHANGHAI RONGCHUANG 20130324因为，所谓站得高看得远，不过是为了匹配一种无羁的灵魂Because

23、,the so-called HISTEP look far,but in order to match an unconstrained soulPROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324所谓的对立，不过是换了种形式寻求统一！The so-called opposition,just in a different form to seek unity!PROJECT/SHANGHAI RONGCHUANG 20130324Part4Let us with special respect li

24、fe.让我们另眼相看的形象PROJECT/SHANGHAI RONGCHUANG 20130324如果，不站在心理符号的感性角度，就无法正确形象化定义黄浦湾！The perceptual point of view does not stand in the psychological symbol,will not be able to correctly image definition of Huangpu bay!PROJECT/SHANGHAI RONGCHUANG 20130324在土地价值与产品价值相互缠绕推广中，我们需要深入人心的一个符号！The value of the la

25、nd value and product intertwined promotion,we need a symbolic win support among the people!PROJECT/SHANGHAI RONGCHUANG 20130324一个颜色、一个符号、一个品牌。A color,a symbol,a brand.PROJECT/SHANGHAI RONGCHUANG 20130324因为一个颜色，若干个品牌成就了一个品牌Because of a color,a number of brand achievement of a brandPROJECT/SHANGHAI RO

26、NGCHUANG 20130324RED是一种颜色，RED是一个品牌，RED是一种新的符号模式。RED is a kind of color,RED is a brand,RED is a new symbolic model.PROJECT/SHANGHAI RONGCHUANG 20130324外滩进入蓝色时代，绿城在此建造了最高级蓝色系作品，两者交集就是这个符号！The Bund into the blue,green city in the construction of the most senior blue Department worksPROJECT/SHANGHAI RON

27、GCHUANG 20130324蓝色外滩Blue the BundPROJECT/SHANGHAI RONGCHUANG 20130324推广语：蓝色外滩，上海雄心再次发力！Slogan：Blue the Bund,Shanghai ambition once again!PROJECT/SHANGHAI RONGCHUANG 20130324Part4Let us with special respect life.让他们另眼相看的推广PROJECT/SHANGHAI RONGCHUANG 20130324如果，不站在融创挺进上海的角度，就无法正确的完成这次推广！If,not standin

28、g in the melting into Shanghais point of view,will not be able to correctly complete the promotion!PROJECT/SHANGHAI RONGCHUANG 20130324我们为自己制定了不能突破的三大原则We have set ourselves the three principles can not break through thePROJECT/SHANGHAI RONGCHUANG 20130324不震撼，不动作！Do not shake,do not move!PROJECT/SHA

29、NGHAI RONGCHUANG 20130324不创新，不出手！No innovation,no shot!PROJECT/SHANGHAI RONGCHUANG 20130324不深刻，不开口！Not deep,not open!PROJECT/SHANGHAI RONGCHUANG 20130324从平面开始看起From the plane began to read.PROJECT/SHANGHAI RONGCHUANG 20130324起势beginning formPROJECT/SHANGHAI RONGCHUANG 20130324调性参考Reference picturePR

30、OJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324创意稿Creative draftPROJECT/SHANGHAI RONGCHUANG 20130324文案CopyPROJECT/SHANGHAI RONGCHUANG 20130324CATCH:蓝色外滩，上海雄心再次发力！PROJECT/SHANGHAI RONGCHUANG 20130324画面MenuPROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324招

31、聘稿employment adPROJECT/SHANGHAI RONGCHUANG 20130324文案CopyPROJECT/SHANGHAI RONGCHUANG 20130324CATCH:您可以选择放弃，也可以选择一次创造传奇的机会PROJECT/SHANGHAI RONGCHUANG 20130324画面MenuPROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324A 理想国A The ideal countryPROJE

32、CT/SHANGHAI RONGCHUANG 20130324调性参考Reference picturePROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324创意稿Creative draftPROJECT/SHANGHAI RONGCHUANG 20130324文案CopyPROJECT/S

33、HANGHAI RONGCHUANG 20130324CATCH:理想国SUB:蓝色外滩，上海雄心再次发力！COPY:哪一个引领世界的胸腔里，没有一颗占据未来的雄心？PROJECT/SHANGHAI RONGCHUANG 20130324画面MenuPROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324人物形象建议Figures suggestPROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324场景及道具建议The

34、 scene and props suggestionsPROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324B 创世纪Fata MorganaPROJECT/SHANGHAI RONGCHUANG 20130324调性参考Reference picturePROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI R

35、ONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324创意稿Creative draftPROJECT/SHANGHAI RONGCHUANG 20130324文案CopyPROJECT/SHANGHAI RONGCHUANG 20130324CATCH:创世纪SUB:蓝色外滩，上海雄心再次发力！COPY:有那么一些人，一旦简单重复过去，连自己都会憎恨自己！PROJECT/SHANGHAI RONGCHUANG 20130324画面MenuPROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHA

36、I RONGCHUANG 20130324人物形象建议Figures suggestPROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324场景及道具建议The scene and props suggestionsPROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324C 梦幻城Dream cityPROJECT/SHANGHAI RONGCHUANG 20130324调性参考Reference picturePROJ

37、ECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324创意稿Creative draftPROJECT/SHANGHAI RONGCHUANG 20130324文案CopyPROJECT/SHANGHAI RONGCHUANG 20130324CATCH:梦幻城SUB:蓝色外滩，上海雄心再次发力！CO

38、PY:物质的最高境界不是更物质，而是精神依恋。PROJECT/SHANGHAI RONGCHUANG 20130324画面MenuPROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324人物形象建议Figures suggestPROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324场景及道具建议The scene and props suggestionsPROJECT/SHANGHAI RONGCHUANG 2013

39、0324PROJECT/SHANGHAI RONGCHUANG 20130324C 自由邦Fata MorganaPROJECT/SHANGHAI RONGCHUANG 20130324调性参考Reference picturePROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324创意稿Cre

40、ative draftPROJECT/SHANGHAI RONGCHUANG 20130324文案CopyPROJECT/SHANGHAI RONGCHUANG 20130324CATCH:梦幻城SUB:蓝色外滩，上海雄心再次发力！COPY:所谓站得高看得远，不过是为了匹配一种无羁的灵魂PROJECT/SHANGHAI RONGCHUANG 20130324画面MenuPROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324人物形象建议Figures suggestPROJECT/SHANGHAI RONG

41、CHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324场景及道具建议The scene and props suggestionsPROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324惊艳一座城市的围墙Amazing city walls.PROJECT/SHANGHAI RONGCHUANG 20130324创新的形式Amazing city walls.PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHA

42、I RONGCHUANG 20130324A 橱窗参考Amazing city walls.PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324A 橱窗创意稿Amazing city walls.PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHAN

43、GHAI RONGCHUANG 20130324B 橱窗参考Amazing city walls.PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324B 橱窗创意稿Amazing city walls.PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324C 橱窗参考Ama

44、zing city walls.PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324C 橱窗创意稿Amazing city walls.PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324不止感动一群人的现场包装The field of packaging more th

45、an a group of people moved.PROJECT/SHANGHAI RONGCHUANG 20130324时光殿Time TemplePROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324时光殿Time TemplePROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 2

46、0130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324让一座城市惊叹的亮相The field of packaging more than a group of people moved.PROJECT/SHANGHAI RONGCHUANG 20130324样板示范区公开当天Model demonstration areas and open day.PROJECT/SHANGHAI RONGCHUANG 20130324一个现实版的蓝色外滩A realistic version of t

47、he blue the Bund.PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324让蓝色出现在外滩每一个角落A realistic version of the blue the Bund.PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANG

48、HAI RONGCHUANG 20130324让每个外滩游客手中都有蓝色的物料A realistic version of the blue the Bund.PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324PROJECT/SHANGHAI RONGCHUANG 20130324满城尽待黄浦湾Curse of the Huangpu bay.PROJECT/SHANGHAI RONGCHUANG 20130324总监制：孙丹麟导 演：江 龙创意指导：刘克松创意美术：施 磊文案撰写：张 玉 制 片：晁瑞平特别鸣谢（香港）张晓岚影视创作中心（上海）华尔道夫酒店（上海）融创绿城同仁（上海）博加广告全体同仁谢谢观赏